Customer journey views customer’s progression from the state of awareness of a brand, product, or service to its ultimate purchase and beyond, as a series of touchpoints where they get information, persuasive messages, either from the firm or their friends or network which has an impact on their ultimate choice or conversion.
How do consumers become aware of a brand? The traditional marketing media and instruments making this happen include Print, Radio, TV, and Word of Mouth from friends and acquaintances. In the digital space, this is accomplished by using display ads of all kinds – banner ads targeting consumers based on some criteria, rich media ads and native ads. In addition, digital video, Word of Mouth on social media – across both online and mobile devices – can be used to create awareness.
To make consumers consider the brand for purchase, in addition to traditional media, we have display ads targeted on the basis of behavior exhibited by users online (they clicked on the brand once), retargeted ads and so on. Online search, e-mail, online reviews can help persuade consumers at this stage.
These digital media and instruments play a similar role in the Intent and Purchase stages.
After purchase loyalty is reinforced through e-mail reminders, becoming fan of the brand in Facebook/Instagram and through traditional means of loyalty program, direct mail such as catalogs and brochures.
Consumers are encouraged to become advocates of the brand by providing reviews of the product, spreading positive word of mouth on social media and e-mail referrals.
As you can see, the marketing media and instruments vary across the different stages of the purchase funnel.
It's important to know that this purchase funnel idea can also inform us as to what kinds of marketing messages to send out at the different stages of the funnel. Awareness of a brand is accomplished using brand marketing – either on TV, radio and traditional media or using display ads, social media campaigns and so on. This effort is called brand advertising – the goal is to create awareness and educate the consumer. At the conversion or the purchase stage, the marketing instruments employed are meant to close the sales and make the conversion happen. Online search, e-mail, and retargeted display ads all play a role in the digital space. We call this performance marketing as it is focused on conversion. Then comes retention and Word or Mouth. Both brand marketing and performance marketing are essential as one starts the journey and the other closes it.
Source: MaryLand Smith University